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PRNews Measurement Conference March 1, 2011 Katie Delahaye Paine CEO [email protected] www.kdpaine.com http:/kdpaine.blogs.com Founding Fellow, Society for New Communications Research, www.sncr.org Member, IPR Measurement Commission, www.instituteforpr.org Making the Most of Your Measurement Dashboard reception
Transcript

PRNews Measurement Conference

March 1, 2011 Katie Delahaye Paine CEO [email protected] www.kdpaine.com http:/kdpaine.blogs.com Founding Fellow, Society for New Communications Research, www.sncr.org Member, IPR Measurement Commission, www.instituteforpr.org

Making the Most of Your Measurement Dashboard

reception”

Eyeball counting HITS

Engagement &

Conversion

MSM Online Social Media

A Measurement Timeline

The Phases of Engagement

Impressions

Click thrus, Unique visitors, Likes

Repeat Visitors, Twitter

followers, Comment

s

Retweets,

Repeat Comme

nts. Reposts

, Shares, Use of

hashtags,

@message

Registration,

Positive sentiment, NPS

Trial, Purcha

se Advoca

cy

1 2 1.5 2.5 3.5 3 4 5 4.5

0

Social Media = Profit Opportunities  Going where the fish are = Greater efficiency:  44 % of junk mail goes to landfills unopened .

Response rates <0.25% now acceptable; on average less than 1 % of all emails is opened & acted upon.

 Old Spice, Sodexo, Dell  Greater loyalty: Listen for need, respond with help  Home Depot, Network Solutions

 Greater engagement:  Quilted Northern, USO

 Better ideas, products  Dell Ideastorm, Starbucks, Compare the Market

 Prevent brand damage  Southwest

 Make more money  NPR @Acarvin; HSUS, Goodwill, Southwest

Need some help with that

lawn?

KPIs lead to goals

Goal Start

Exposure Friends Followers

Engagement

$$$ raised

+ +Metrics

Engagement leads to one of three outcomes:

1. Marketing/leads/sales/ 2. Mission/safety/civic

engagement 3. Relationship/reputation/

positioning To fix this Or get to this

Goals drive metrics, metrics drive results

7

Reputation/ Relationships

Relationship scores

Recommendations

Positioning

Engagement

Get the word out

% hearing

% believing

% acting

Sales

Engagement Index

Lower cost per customer

acquisition

Web analytics

Marketing Mix Modeling

Goal

Metrics

Why you need a Kick-Butt Index?  Get clarity about what to measure  Benchmark against peers and/or

competitors  Track activities against KBI over

time  Understand the cost of perfection

vs. good enough

8

 You become what you measure, so pick your KPI carefully

 The Perfect KPI  Gets you where you want to go (achieves corporate goals)

 Is actionable  Continuously improves your processes

 Is there when you need it  KPIs should be developed for each

major priority/initiative

Trend against competition with KBI

0.00

0.10

0.20

0.30

0.40

0.50

0.60

0.70

0.80

0.90

Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul

2007 2008

KBI by Company

Client Company B Company C Company D Company E Company F

What’s the right measurement tool?   If you want to measure

messaging, positioning, themes, sentiment: Content analysis

  If you want to measure awareness, perception, preference: Survey research

  If you want to measure engagement, action, purchase: Web analytics

7 Steps to an Integrated Dashboard Step 1: Audit existing measurement systems, programs and priorities Step 2: Assessment of priorities & definitions Step 3: In depth survey of all involved in process Step 4: Define a proposed set of KPIs Step 5: Meetings to air differences and achieve consensus Step 6: Design dashboard Step 7: Test, refine and

11

Define Goals Define

Audiences

Define Paramet

ers

Define KPIs

Test & Modify

Publish

Report & Recomm

end

Improving Acme’s positioning in the marketplace and communicating key messages were most important . Bringing in qualified leads was least important.

0% 20% 40% 60% 80% 100%

Improving Acme’s Reputation

Increasing Brand Visibility

Ensuring Consistency in the Brand

Increasing Customer Loyalty

Increasing Customer Satisfaction

Demonstrating Thought-Leadership

Increasing Engagement in the Brand

Increasing Brand Advocacy

Communicating Key Messages

Improving Adobe’s positioning in our Specific Marketplace

6%

11%

0%

0%

11%

6%

6%

6%

72%

72%

78%

78%

78%

83%

83%

83%

89%

89%

How important are each of the following goals and objectives to your department or job function? (Showing Top 10 by Importance.)

Important Unimportant

12

This chart represents the top-two and bottom-two of a 5pt scale, i.e., Important includes “Very Important” and “Important.”

How do you define engagement?

13

0% 5% 10% 15% 20%

Likes

Retweets

Comments

Interaction

Conversation

10%

10%

14%

19%

19%

What Engagement Meant to Respondents

Two-thirds of respondents felt that “soft metrics” are key indicators of success. Marketing Personnel valued soft metrics least

14

0% 20% 40% 60% 80% 100%

Public Relations

Marketing

Support

50%

57%

50%

43%

100%

Do you consider “soft metrics” such as the extent to which you build awareness, engagement and relationship with

customers as key indicators of success?

Yes, 64% No, 36%

Support Includes Respondents that Reported their primary job duties as Customer Support, Support , Global Program Manager supporting Talent Operations, Learning Resources and Technical Support. Public Relations includes respondents that reported that their primary job duties as Public relations . Marketing includes respondents that reported that their primary job duties as Campaign Marketing, Product Marketing, Web Marketing and Brand marketing.

Who or what constitutes your competition? i.e., industry competitor, internal department, etc.

15

0 2 4 6 8

Internal

Industry Competitors

1

2 3

1

3

Unaided Definitions of Competition

Product Marketing Support Public relations

Recommended KPIs

 Movement up the engagement scale month by month.  Share of negative conversation vs share of desirable conversation over time.  % of conversations containing one or more key messages over time. 16

Goal #1: Increased Engagement

KPIs: % increase in Engagement Index (Time on site/repeat

visits/pages per visit) + Conversation Index (ratio of

posts to comments

% increase in membership in Cisco communities

% increase in registrations/requests for information

Metric/Tool Examples

On site web

analytics

Omniture Google

Analytics

Site analytics

Membership &

participation rates

% increase in influence rankings for Cisco bloggers/

Twitterers Twitalyze Influencer

rankings

Goal # 3 Increase pull thru of key messages

KPIs:

% of all conversations containing one or more key

messages

Decline in cost per messages communicated (budget divided

by message appearances)

% increase in awareness and credibility of key messages

Metric/Tool Examples

Qualitative content analysis

Cymfony Radian6

SAS /SMA

Synnovate Qualtrics

Brand survey

% increase in KBI

Goal # 4: Increase leads/sales/market share

KPIs:

% in correlation between social media conversations

and number of qualified leads

% decrease in cost per contact or cost or customer

acquisition

% decrease in cost per qualified lead

Metric/Tool Examples

CRM Salesforce

SAS CI Business analytics

% increase in desirable mentions of key sales drivers Cymfony +

Synnovate

Content analysis +

brand survey

Recommended KBI High visibility mention 1 pts Contains key message 2 pts Contains a quote from a thought leader 3 pts Favorably mentions a product 2 pts Positions Cisco as a leader/thought leader 3 pts

Score Score Score

Favorable (Desirable mention)

Yes 2 Neutral 0 No -2

Positions Cisco as a thought leader

Yes 3 Doesn't contain 0

Positions Cisco as a laggard or positions the competition is the leader

-3

Messaging Contains a key message

2 partially contains 0

Does not contain or miscommunicates key message (neg mess)

-2

Quotes Contains 2 Does not contain

Quotes competitor but not Cisco

-2

Visibility Score

Headline mention 1 average 0 Minor

mention -1 Final score 10 0 -10

Thank You!  For more information on

measurement, read my blog: http://kdpaine.blogs.com or subscribe to The Measurement Standard:

www.themeasurementstandard.com  For a copy of this presentation go

to: http://www.kdpaine.com  Follow me on Twitter: KDPaine  Friend me on Facebook: Katie


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